1/ How do you sell SaaS products to enterprise customers?
The hard way or the harder way :). There is no easy way.
There are two major approaches to enterprise that work today.
2/ First is the traditional enterprise sales model, today it might also be enhanced with Account Based Marketing support. This is the harder way. Folks have written tons of books about this.
3/ Second is land and expand, which works for horizontal, bottoms-up products, that can be adopted team by team within the org. The latter is more interesting especially for smaller startups who seek to play judo with a $100M competitor for an enterprise customer.
4/ To successfully follow Expensify, Yammer, Slack, and Atlassian, you must have
a. A beloved product, that can work at small scales to quickly show productivity improvements, and get deeply entrenched into common workflows
5/ b. A tiered pricing model that allows a single manager to buy for her team, within the team budget
c. The same pricing model should allow a department to adopt to use features such as reporting and user-roles.
6/ d. And a pricing/feature model that allows you to upsell to the CIO or the CxO, for SSO, logging, RBAC, etc.
e. A customer success team that ensures that each account is successful irrespective of their size
7/ f. An account management team that can farm these early opportunities, and hunt within the org for the next buyer
g. RoI calculators, marketing collateral tuned to the needs of different personas within the same organisation, for the AMs to use
8/ If you have these and follow the process, Land and expand will be the hard way to get enterprise sales.
And like I said before, there’s no easy way! #SaaS #ValueSaaS #EnterpriseSales #sales
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